2. Respect

Treat pitching with the respect it deserves. It requires senior involvement/authority from both sides from day one. Don’t just bring the decision makers in at the end of the process. Only with senior client involvement from day one can the agencies be judged fairly.

Design a proper process that gets your housekeeping in order before the pitch.
Consider paying a fee to an agency as a sign of good intent.

Agencies should take care not to ambulance chase or pursue every opportunity to pitch published in the press. Be discerning about what the agency pitches for, be clear about what opportunities are right for the agency business.